Put the Sales Benefit First and See What Happens

Use Words Powerfully

Sales benefits first, or features of your products or services first, it can make a big difference to the power of your message.

1. The situation, time, or location, where the feature of the product or service will be used.

2. The feature itself.

3. And the benefit the user will gain from the feature. But in what order should they be presented?

Read the sentence below:

Whether you’re presenting or talking to prospects, writing a sales email or web content, or creating an advert, this one technique will add power to your feature and benefit sentences and get people’s attention.

Sales Benefit First or Last?

Now consider these changes and the difference they can make.

You could replace the feature line, ‘this one technique will add power,’ with a line about any product or service that you sell.

You could change the situation line, ‘Whether you’re presenting or talking to prospects, writing a sales email or web content, or creating an advert,’ and put in a line relevant to a situation where a buyer would use whatever feature you are selling.

And the benefit line, ‘get people’s attention,’ could be replaced with a benefit of what you sell.

But what about the construction of this sales benefit and feature line, the order that you present these 3 different lines about location/situation, the feature, and the benefit?

The above example is very typical of the order many sales people, marketers, and copywriters, present their products and services to potential customers, both verbally and using the written word. Could it be improved?

Put the Sales Benefit First – Here’s Why

Let’s put the sales benefit first, followed by the feature, and lastly the situation in which the buyer will use the feature, and gain the benefit.

1. Get people’s attention.

2. This one technique will add power to your feature and benefit sentences.

3. Whether you’re presenting or talking to prospects, writing a sales email or web content, or creating an advert.

That’s the order, now make a few changes to the words and create a new, sales benefit first, sentence.

Get people’s attention by using this one technique that will add power to your feature and benefit sentences whether you’re presenting or talking to prospects, writing a sales email or web content, or creating an advert.

Now what do you think?

Can you hear a difference in the power of the sentence when you put the sales benefit first?

Whether you use this technique is up to you. The important point is, you are now aware of the option to use it.

Let me know your thoughts by clicking the link below and leaving a comment.

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